Theories of Mass Communication

303 Words2 Pages
Matt Smith March 20, 2012 Theories of Mass Communication Dr. Rice T-R 10:30-12:30 John Fiske, born Edmund Fisk Green, was an American philosopher, historian and writer who popularized European evolution theory in the United States. He studied law at Harvard but soon turned to writing and a career in public speaking. Popular culture from John Fiske’s neo-Marxist, post-structuralist, and British culture studies perspectives, is not composed of the products of the mass culture industries in patriarchal capitalist societies. Rather it is that culture produced by subordinated and disempowered people as they consume dominant culture. This culture is a mix of the ideology of the economically and ideologically dominant and those resources embedded in dominant culture which ordinary people used in everyday life to erode, subvert, or refashion hegemonic culture to their own needs. Thus Fiske shifts analysis from production to consumption. Fiske argues that the media audience is made up of diverse groups who actively read media to produce meanings that agree with their social experience. The television, and other media, text is capable of a variety of meanings, and is, in Fiske’s word, “polysemic.” The relationships between the television medium and content that comprise these polysemic messages are formed by three codes. First are the social codes of reality, including appearance, speech, and expression. Second, the technical codes of representation, including camera, lighting, editing, music and sound, transmit the conventional representational codes of, for example, narrative, conflict, character, action, and dialogue. Third, according to Fiske, ideological codes include individualism, patriarchy, race, class, materialism, and capitalism.
Open Document